Restaurant operators will learn how to improve profits through the guest experience at the Restaurant Franchising and Innovation Summit in Myrtle Beach, South Carolina March 11-13.

Restaurant owners and operators looking to boost the bottom line can learn proven strategies for creating exceptional guest experiences at the Restaurant Franchising and Innovation Summit being held in Myrtle Beach March 11-13.

In a session titled “3 Secrets to Improving Profits Through the Guest Experience,” experts will delve into the three critical “c’s” of customer success — convenience, consistency and connection — offering insights on streamlining the guest journey, delivering reliable service and building meaningful customer relationships.

Session speakers include Bob Andersen, president of The Great Greek Mediterranean Grill, Kenny Hom, SVP of strategic operations and development for Bushfire Kitchen and Yasaman Stewart, director of marketing for Friendly’s Restaurants. Zack Oates, founder and CEO of Ovation, will serve as moderator, with Ovation sponsoring the session.

Stewart said restaurants personalize the guest experience well today.

“Putting it into the guests’ hands to be driving the experience based off their preferences. Many top restaurants go beyond just great food and service — they use guest preferences, past orders, and special occasions to tailor experiences. Whether it’s remembering a returning guest’s favorite dish, offering customized recommendations, or acknowledging a birthday or anniversary, this level of attention makes the guest feel valued, important and creates lasting loyalty,” she said in an email interview.

Hom said a big focus for his team this year is training and coaching staff on how to recognize opportunities to accommodate guest needs and special requests.

We live in an era of customization and dietary restrictions so our teams must be knowledgeable with our products,” Hom said. “Many training programs are very specific when it comes to steps of service and that can sometimes translate into scenarios where a cashier or server just says ‘no’ or ‘we can’t do that.” I try and promote and teach ‘the answer is yes, what’s the question?’ and to do everything possible to go out of our way to show the guest we truly care about them and that they’re not just another transaction. We do our best to create an environment that empowers and allows our team to make decisions that will assist in creating a unique and memorable guest experience.”

Stewart added anticipations of guests’ needs are often overlooked.

“If not careful, it will make the experience very transactional,” she said. “It is important to respond to a guest request, but it is even better to anticipate what the guest might need before they even ask.”

Stewart recommends restaurant employees believe in what they are delivering and be consistent.

“Enthusiasm and positive consistency are contagious and attracts loyalty,” she said.

Hom suggests hiring friendly and outgoing team members who have the ability to communicate and care about the guest experience.

My advice would be two things towards your team: One, connect your people to a purpose. At all levels, help them understand what their role is in accomplishing your goals and how they impact those goals on a daily basis. If everyone on your team is aligned on what the mission is and what winning looks like, the greater the chance you have to be successful. Make the time to recognize and celebrate the wins; and two, teach and coach your FoH teams to make connections and engage with each of their guests. Don’t be order takers! If they have a first time guest to your restaurant, ensure they go out of their way to assist them with a menu tour and offer suggestions. Compliment something they like about their appearance or clothing. If they recognize them as a previous guest, thank them and welcome them back, and if they remember, call them by their name. Although we’re a fast casual concept, we focus on “continued service” so we ensure we check back for satisfaction and pre-bus tables as other opportunities to engage with guests as well as elevate the dining experience. These small touches can help increase the value perception of their visit. ”

The Restaurant Franchising and Innovation Summit will be held at the Marriott Myrtle Beach Resort and Spa at Grand Dunes. Register here for the event. It is a Networld Media Group event, which also owns the Fast Casual Executive Summit and the Pizza Leadership Virtual Summit.

This article was originally published by Fast Casual